#309 from Innovative Leader Volume 6, Number 11          November 1997 

Tangled by Tech Talk
by Wicke Chambers and Spring Asher

The authors are the founders of Speechworks, an Atlanta-based communication consulting firm (phone 404-266-0888; email Speech@mindspring.com).  Their business is based on their experience as Emmy award-winning television producers, and their latest book is Wooing & Winning Business (John Wiley & Sons, New York, 1997).

Tech talk can tank your career or your company.  Specialists in various technical areas take pride in their expertise as a career asset.  However, the way the specialist communicates the value of complex knowledge to a non-expert executive, director or others can be the difference between success or failure.

It also is important for non-experts to communicate their need for plain talk.  More likely, however, the non-experts snicker among themselves and turn against any argument the specialist is providing, unfortunately in a non-understandable jargon.  Both sides have to appreciate the need to communicate effectively.

In the early career stages, it takes technical expertise to get a prime job and advance in the fields of high tech.  But after the entry years, the career challenge changes to the broader ability to build the business.

“Technology is often in search of a market,” says Bill Todd, President of Georgia Research Alliance.  “A company can’t grow until buyers understand the benefits.  Most products have a life span of 18 months, so it is important that your team says it right the first time.”

What you say and how you say it, has bottom-line impact.  Communication skills can distinguish your company, product or service from the competition.

It takes three things:  content that persuades, evidence that builds you credibility and delivery that convinces.

Persuade

A business builder is a connector, a translator between the nerd in the basement and the CEO with a problem.  What separates the winner is the ability to communicate solutions.

Doug Brown, Applications Engineer at Scientific Atlanta, says, “When I talk to financial officers about the 1310/1550 nanometer optical transport equipment, I speak about the benefits in their language.  I focus on how this equipment is easier to use and requires less maintenance.  This will reduce the number of calls and complaints.  These benefits have bottom-line impact.”

Build Your Credibility

Kristin DeProspero, National Accounts Manager for networkMCI Conferencing says, “I focus on just three key points that I want to make when I give presentations.  I use a successful client story to provide evidence and build credibility for each point.  Keeping it simple and focused frees me up to think about my customer, not my presentation.  It gives me more brain time.”

Convince

When technology people get into situations where they have to explain to others, they get out of their comfort zone and tend to revert to familiar patterns.  “They read, fail to make eye contact and get into details rather than overviews,” says Todd.

To be more convincing, practice in front of a video camera.  You can quickly see how important voice energy is.  Emphasize one word in each sentence:

“COMMUNICATION is important… Communication IS important… Communication is IMPORTANT…”  Voice energy makes you sound involved, interested and passionate.

Every business has its jargon.  It’s an insider language that conveys rank and privilege.  On the other hand, it is the language that allows you to translate the benefit of your product or service?  Is it a language that prevents you from achieving leadership perks, a business reputation, promotions and raises?